SUR LA TABLE

Kitchenware retailer Sur La Table was a brand without a voice. For years, they'd relied on a retail-y, price-item approach that flew in the face of their high-end product offering and affluent target audience. Using knowledge gleaned from a comprehensive research study and consumer focus groups, I helped define a look, tone and feel that connected with cooks on an emotional level, while drawing a clear distinction between SLT and their primary competitor, the stiff and staid Williams-Sonoma.

We positioned SLT as the brand for hands-on cooks who derive as much enjoyment from the process—the slicing, dicing, braising and mixing—as they do from the finished meal. Art Directors: Bob Vandehey, Dana Ryerson. Brand Strategist: Jen Urich.